May 22, 2008
KING 5 Dominates May Sweeps
SEATTLE, WA -- KING 5 continues its dominance in the Seattle market winning sign-on to sign-off in the important 25 54 demographics. KING 5 averaged a 1.6 rating/10 share, sign on to sign off in adults 24-54. With the station's strength in its news, syndicated and local programming, KING 5 is poised to cap off the first year in the new Nielsen Local People Meters (LPM's) as the undisputed market leader.
In the just-ended May 2008 sweeps period, Seattle-Tacoma's NBC affiliate held its overall lead in total Late News viewers. KING 5 News delivered more viewers than all competitors combined in the Monday through Friday time-periods at 5:00 a.m., 6:00 a.m., Noon, 5:00 p.m. and 6:30 p.m. KING 5 News at 11:00 p.m. and the KING 5 Morning News at 5 a.m. and 6 a.m. beat the competition in every key demographic. KING 5 weekend newscasts won seven out of eight time periods.
The wealth of local and syndicated programs such as Evening Magazine, Upfront with Robert Mak, Gardening with Ciscoe, HS GameTime, Ellen, Dr. Phil and Oprah helped KING 5 deliver the overall ratings crown. More viewers turn to Evening Magazine on KING 5 than any other local program in the market. Perennial daytime program champions Ellen, Dr. Phil and Oprah won their time-periods convincingly in women and adult demographics.
"We're pleased with our recent performance", says Ray Heacox, President and General Manager. "We believe that our commitment to local programming, our expanded consumer news reporting combined with reliable First Alert weather, offer viewers the most comprehensive local coverage in the market."
The Seattle-Tacoma DMA switched measurements to Nielsen's LPM's officially in October 2007. LPM's provide media entities with daily demographic ratings and a more accurate picture of the television habits of the market. With ratings now available monthly, KING 5 continues to lead the market with key demographics most coveted by advertisers.
About Belo Corp.
Belo Corp. is one of the nation's largest pure-play publicly-traded television companies, with annual revenue of approximately $775 million. The Company owns and operates 20 television stations reaching more than 14 percent of U.S. television households, including ABC, CBS, NBC, FOX, CW and MyNetwork TV affiliates, and their associated Web sites, in 15 highly-attractive markets across the United States. Belo stations consistently deliver distinguished journalism for which they have received significant industry recognition including nine Alfred I. duPont-Columbia University Silver Baton Awards; nine George Foster Peabody Awards; and 19 national Edward R. Murrow Awards all since 2000, and in each case more than any other commercial station group in the nation. Nearly all Belo stations rank first or second in their local market. Belo owns stations in seven of the top 25 markets in the nation, with six stations located in the fast-growing, top-14 markets of Dallas/Fort Worth, Houston, Seattle/Tacoma and Phoenix. Additionally, the Company has created regional cable news channels in Texas and the Northwest increasing its impact in those regions. Additional information is available at www.belo.com or by contacting Paul Fry, vice president/Investor Relations & Corporate Communications, at 214-977-6835.